Capturing and presenting site visitation path data

ABSTRACT

Node sequence data, such as website visitation records, are filtered, analyzed, and summarized in reports. An administrator can designate particular target paths of interest in terms of a checkpoint node sequence. Node sequences are filtered based on the checkpoint node sequence, without regard to any additional or tangential nodes appearing in the sequences. In addition, node sequences can be specified in terms of specific nodes of interest along with wild cards. Reports depict the relative frequency of occurrence of node sequences using visual indicators such as line thickness and/or color.

CROSS-REFERENCE TO RELATED APPLICATIONS

The present application is a divisional of U.S. patent application Ser.No. 10/609,008 for “Capturing And Presenting Site Visitation Path Data,”filed Jun. 27, 2003, which claims priority from U.S. Provisional PatentApplication Ser. No. 60/393,002 for “Sequence Analysis Engine,” filedJun. 28, 2002, the disclosures of which are incorporated herein byreference.

The present application is related to U.S. Utility patent applicationSer. No. 10/608,515 for “Efficient Click-Stream Data Collection,” filedon Jun. 26, 2003. The disclosure of the related application isincorporated herein by reference.

The present application is further related to U.S. Utility patentapplication Ser. No. 10/608,442 for “Custom Event and AttributeGeneration for Use in Website Traffic Data Collection,” filed on Jun.26, 2003. The disclosure of the related application is incorporatedherein by reference.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates generally to website usage tracking, andmore specifically to improved techniques for capturing and presentingsite visitation path data.

2. Description of the Related Art

Website providers often wish to collect data that describes usage andvisitation patterns for their websites and for individual web pageswithin the sites. Such information can be extremely valuable indeveloping usage statistics for various purposes, including for exampleestimating server load, determining advertising rates, identifying areasof websites that are in need of redesign, and the like.

When surfing the Web using a browser such as Internet Explorer(available from Microsoft Corporation of Redmond, Wash.), users have theability to move from one page to another by various means, such as:clicking on links within pages; typing in Uniform Resource Locators(URLs); clicking on dedicated buttons in the browser (such as Back,Forward, and Home); or selecting from a list of favorites. In addition,users can open and close new browser windows at will. As users of webbrowsers have grown more sophisticated over the years, they have becomeincreasingly adept at such navigation. Furthermore, as connection speedshave increased, users have become less hesitant to click on links atwill, and then back up if the information presented by the link is notof interest or is of merely momentary interest.

As a result, users often take a somewhat wandering approach throughpages of a website, including side trips and tangents. The usereventually reaches the end of a theoretically linear path of pages, butmay have visited some tangential pages along the way. Such tangentialpages may be part of the same web domain as the linear path, or they maybe external to that domain.

For example, in performing a somewhat linear task such as purchasing anitem from an online retailer, there are a series of steps that aregenerally represented by web pages: searching for the desired item;selecting the item by putting it in a shopping cart; activating acheckout function; providing shipping and billing information; andindicating final approval. However, along the way, the user may visitsome tangential pages. For example, he or she may check the shippingcosts on item; or he or she may check the price of the item at acompetitor's page; or he or she may, for whatever reason, check theweather forecast. The linear path of pages is eventually visited, in adiscernable sequence; these tangential pages are merely momentarydistractions along the way.

In many contexts, website administrators are interested in analyzing thesite visitation paths of users of their websites. Visitation to thetangential pages may be of little or no interest to such administrators;alternatively, administrators may be interested in certain tangents butnot others. What is needed, therefore, is a system that allows websiteadministrators to specify which pages are of particular interest, sothat other pages are ignored when performing site path capture andanalysis. What is further needed is a system that captures and analyzessite path information based on the configuration options selected by thewebsite administrator, and which is capable of ignoring visits to pagesthat are of no interest to the administrator. What is further needed isa system and method for presenting site visitation path data to anadministrator in a graphical, easy-to-understand manner.

SUMMARY OF THE INVENTION

The present invention provides improved techniques for collecting,filtering, and analyzing site path data for users of websites, so as toprovide analytical tools for better understanding the sequentialrelationship between web pages of a site. The website administrator canidentify a series of nodes, or web pages, in a site as checkpoints, andcan configure the system of the invention to provide information as to aparticular visitation path through the checkpoints. The system thenpresents usage statistics for the specified visitation path. Accordingto the techniques of the present invention, the system is able torecognize a visitation path among checkpoints, regardless of whether theuser visits other nodes in the course of the checkpoint traversal. Thus,even if a user takes “side trips” through other web pages that are notdesignated as checkpoints, the present invention is able to providemeaningful site path analysis with respect to those nodes that aredesignated as checkpoints.

Website administrators can specify checkpoint nodes via a configurationinterface. Alternatively, the system of the present invention candesignate certain nodes as checkpoints based on particularcharacteristics, location, name, popularity, or any other factor. Ineither case, checkpoint configuration can be performed dynamically andcan be modified as appropriate based on changing needs or conditions.

The present invention also provides, in one embodiment, graphicaldisplays of site visitation path data that make it easier for webadministrators to understand and analyze the information presented.These graphic displays include, for example, differing line thicknesses,colors, and/or other features to indicate relative popularity andfrequency of various site paths.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram depicting a system for website traffic datacollection according to the prior art.

FIG. 2 depicts an example of a sequence of web pages visited by a userin the course of purchasing an item from an online retailer.

FIG. 3 depicts an example of a sequence of web pages visited by a userin the course of purchasing an item from an online retailer, includingtangential pages.

FIG. 4 depicts an example of a web page visitation graph according toone embodiment.

FIG. 5 depicts an example of a web page visitation graph using linethickness and color according to one embodiment.

FIG. 6 depicts an example of a web page visitation graph including aconverging relationship according to one embodiment.

FIG. 7 depicts an example of a web page visitation graph includingconverging and diverging relationships according to one embodiment.

FIG. 8 depicts another example of a web page visitation graph includingconverging and diverging relationships according to one embodiment.

FIGS. 9A and 9B depict an example of a user interface for constructing atarget path including wild cards.

FIG. 10 depicts an example of a user interface for constructing a targetpath using checkpoints.

FIG. 11 depicts an example of a report showing relative frequency ofpath traversal according to one embodiment.

FIG. 12 depicts an example of a report showing statistics concerning thenext page visited after a selected page, according to one embodiment.

FIG. 13 depicts an example of a report showing relative frequency ofpath traversal, restricted to particular paths matching a target path,according to one embodiment.

FIG. 14A depicts a fall-out report according to one embodiment.

FIG. 14B depicts a context-sensitive menu for an item in a fall-outreport, according to one embodiment.

FIG. 15 depicts a page summary report for a selected page according toone embodiment.

FIG. 16 depicts a click-map report for a selected page according to oneembodiment.

The figures depict a preferred embodiment of the present invention forpurposes of illustration only. One skilled in the art will readilyrecognize from the following discussion that alternative embodiments ofthe structures and methods illustrated herein may be employed withoutdeparting from the principles of the invention described herein.

DETAILED DESCRIPTION OF THE INVENTION

The following description sets forth an embodiment wherein the inventioncaptures data relating to user visitation of individual web pages withina website. However, the description is merely illustrative of thetechniques of the invention; one skilled in the art will recognize thatthe techniques of the invention can be applied in any context wherein itis desirable to capture and analyze sequential relationships amongnodes. In addition, as described below, the invention can also capturesequential data at levels of granularity other than at the page level,such as for example groups of web pages designated collectively asnodes.

System Architecture

Referring now to FIG. 1, there is shown an example of a system 100 forwebsite traffic data collection for implementing the present invention.User 112 interacts with client machine 107, which runs a softwareapplication such as browser 110 for accessing and displaying web pages.In response to a user 112 command such as clicking on a link or typingin a URL, client machine 107 issues a web page request 111 that istransmitted via the Internet to content server 101. In response torequest 111, content server 101 transmits HTML code 102 to clientmachine 107. Browser 110 interprets received HTML code 102 to displaythe requested web page on client machine 107.

Client machine 107 also transmits web page visitation trackinginformation 105 to a tracking server 106, which is typically a separateserver operated by a third-party website traffic statistic service.Tracking information 105 typically includes a user identifier, as wellinformation describing the pages visited and the dates and times of thevisits. Tracking information 105 can be transmitted from client 107 totracking server 106 according to well-known techniques. For example, onewell-known technique is to embed a pointer to a resource, known as a“web bug,” in HTML code 102. The resource is typically invisible to theuser, such as a transparent one-pixel image. The pointer directs machine107 to request the resource from tracking server 106. Tracking server106 records the request in a log 108, and records additional informationassociated with the request (such as the date and time, and possiblysome identifying information that may be encoded in the resourcerequest). Thus, tracking server 106 records the occurrence of a “hit” tothe web page. Tracking server 106 also transmits the requests one-pixelimage 109 to client machine 107 so that the resource request issatisfied.

Site path analysis module 113 retrieves stored tracking data from log108, filters the data, and outputs reports 114 to a web administrator115. Reports 114 may be provided in hard copy, or via a display screen(not shown), or by some other means. Administrator 115 can requestparticular types of reports, and can configure the filtering, analysis,and output operations via user interface 116, as will be described inmore detail below. Reports 114 include, for example, overviews andstatistical analyses describing the relative frequency with whichvarious site paths are being followed through the website. Examples ofsuch reports are described below.

Module 113 and user interface 116 may be implemented in software runningon server 106 or on another computer that can access log 108. In oneembodiment, the present invention is implemented primarily within module113 and user interface 116.

Site Visitation Paths

Referring now to FIG. 2, there is shown an example of a sequence of webpages, or nodes 201, visited by a user in the course of purchasing anitem from an online retailer. As is typical in such transactions, theuser enters the website (by, for example, typing the URL for thewebsite, or selected from a Favorites menu, or clicking on a link) andis presented with a search page 201A. Upon entering the appropriatequery terms and executing the search, the user is presented with an itemdescription page 201B, which typically includes a picture of the itemand some descriptive information. The user clicks on an “Add to Cart”link and navigates to a Checkout page 201C, where he or she can see theitems currently in the cart. The user clicks on another link to reachbilling/shipping information page 201D for entering billing and shippinginformation. After entering such information, the user is presented witha confirmation page 201E where he or she is given the opportunity toreview the order and finalize it. The user then exits the website.

Analysis of user navigation through a sequence such as that depicted inFIG. 2 is extremely valuable to website administrators. For example, ifusers consistently leave the sequence before final confirmation page201E, it may indicate a problem with the design of the immediatelypreceding page, or some other failing of the website. If the user exitsafter viewing the item description 201B, it may indicate that the priceis too high. One skilled in the art will recognize that many other typesof useful information can be gleaned from analysis of site pathsequences such that of FIG. 2. In addition to helping websiteadministrators understand sequential relationships among pages in theirwebsites, node sequence analysis can be useful in any context wheresequences of nodes occur as part of a process. Examples include thesequence of content groups viewed on a web site, the order of itemsadded to a shopping cart, and the like.

Sequential data is organized into nodes, wherein each node is anoccurrence of the item being examined. For illustrative purposes, thefollowing discussion focuses primarily on web pages as examples ofnodes. However, one skilled in the art will recognize that the presentinvention can be applied to analysis of other types of nodes arranged ina sequence, and that a given sequence can even include different typesof nodes.

Techniques for collecting site path sequences, such as that shown inFIG. 2, are well known in the art. A particular user is recognized as heor she moves from page to page using conventional techniques such ascookies, web bugs, and/or session variables. The mechanics of such usertracking are well known in the art, and need not be described in detailhere. User web page visit records are stored in sequence according tothey time that they occurred.

Each visitation record typically contains two types of information: anidentifier of the page visited, and metadata that provides furthercriteria for filtering and analyzing the sequential data. The type ofmetadata stored can vary according to the particular application. Forexample, metadata may include a URL indicating the referrer to the firstpage that began the sequence. Alternatively, such information might bestored in the identifier field of a separate record, along with metadataindicating that that particular record contains a referrer URL ratherthan a URL for a page within a site. In other contexts, different typesof information can be stored.

In one embodiment, sequential data is organized into groups of nodes,designated as “sessions.” Each session can contain any number of nodes.The particular criteria for classifying nodes into sessions can vary.One method of organization is to group together, in a single session,all web page visits caused by a single source that occur with less thana specified amount of time between them. Thus, for example, in analyzingpath sequences through a website, each session can is represented by allpages visited by a single user where no more than 30 minutes passedbetween page requests. Since different users may be accessing thewebsite simultaneously, several sessions of sequential data (one peractive user) are often built simultaneously.

The present invention improves upon existing techniques by providing amechanism by which tangential web pages can be ignored in site pathsequence analysis operations. Thus, a user who passes through nodes 201Athrough 201E in the course of a session, as shown in FIG. 2, but whoalso visited some tangential pages during the session, would be countedin the statistical analysis in the same manner as a user who passesthrough nodes 201A through 201E without visiting any tangential pages.

An example of a user visiting tangential pages is shown in FIG. 3. Here,the same five nodes 201A through 201E are shown. However, between nodes201B and 201C, the user visits page 201B1 to view some reviews of theitem, and page 201B2 to compare prices at a competitor's web page.Additionally, between nodes 201C and 201D, the user visits help page201C1 to look for some information about shipping options, and clicks ona link in page 201C1 to see a shipping options page 201C2. Many othertypes of tangents, both within the website and external to it, arepossible.

Site Path Pattern Masks

In one embodiment, the present invention allows the websiteadministrator to specify particular paths of interest by indicating asequence of pages. Thus, if the administrator wishes to obtainstatistics as to how many users follow the path shown in FIG. 2, he orshe can define the particular pages 201A, 201B, 201C, 201D, and 201E asa sequence of interest. The sequence of interest is referred to hereinas the target path. Module 113 extracts information from log 108 todetermine how many users follow the target path, and provides a report114 to the administrator. This is accomplished by applying a filter tostored data to generate a report including actual user visitation pathsthat match the target path. The administrator can indicate any desiredpath of interest. If, for example, the administrator indicated thetarget path as pages 201B, 201C, and 201D, report 114 would includeinformation for all users that followed that path, whether or not thepath was preceded by page 201A and succeeded by page 201E. If desired,however, the administrator can specify that the target path must appearat some particular point within the sequence (for example at thebeginning of the sequence). But, in the absence of such a specification,module 114 includes all sessions that have the particular sequence ofnode values specified in the target path, regardless of whether thesequence occurs at the beginning, end, or at some point in the middle ofthe session.

In one embodiment of the present invention, the administrator can usepattern masks (also known as “regular expressions”) in specifying thetarget path. Pattern masks are a way to represent a target sequence ofnodes in a manner that can include specific nodes, values, ranges ofvalues, and/or “wild cards.” For example, at any particular nodeposition in the target path, the pattern mask may indicate any of thefollowing:

-   -   a specific node (page) to be matched (e.g., “page1.htm”)    -   a list or range of nodes (pages), any of which is considered a        match (e.g., “[page1.htm,page2.htm,page3.htm]” or        “page[1-3].htm”)    -   a wild card (e.g., “?” to indicate any single node, or “*” to        indicate zero or more nodes); wild cards match any page.

For example, the administrator may specify the target path:

201B ??201C ??201D

Module 113 would then include in its reports any visitation path whereinthe user visited page 201B, then any two pages, then page 201C, then anytwo pages, then page 201D. In addition, pages may be specified in termsof URLs, page names, or any other means; the use of reference numbersherein is for illustrative purposes only.

In another example, the administrator can specify an absolute positionfor the sequence with respect to the start or the end of a session. Forexample, the administrator may specify the target path:

START OF SESSION ?201B

Module 113 would then include any visitation path where node 2018 wasthe second item encountered after starting the session.

One skilled in the art will recognize that the above syntax is merelyexemplary, and that other techniques for specifying target paths can beprovided. In addition, pages may be specified in terms of URLs, pagenames, or any other means; the use of reference numbers herein is forillustrative purposes only.

In general, then, pattern masks afford the administrator greatflexibility in specifying target paths. Once the desired target path hasbeen specified, module 113 provides reports for the specified visitationpath. More complex data analysis can also be performed, includingpredictions of likely future behavior based on statistical analysis ofvisitation paths. For example, given a data set consisting of thefollowing sessions (nodes are given as letter values A through F forillustrative purposes):

A->B->C->D

B->A->E->G

B->C->A->F->C

A->F->C

B->C

Filtering for sessions using target path B->C->? would yield thefollowing results:

1 occurrence of B->C->D

1 occurrence of B->C->A

1 occurrence of B->C->END OF SESSION

Based on this dataset, one can predict that there is a 33% chance thatif nodes B and C occur in a session, that A will be the next node tooccur. There is also a 33% chance that the session will end.

Additionally, filtering for sessions which match the mask A->?->C wouldyield the results:

1 occurrence of A->B->C

2 occurrences of A->F->C

Based on these results one can conclude that node F is twice as likelyto be traversed when moving from node A to node C with one node inbetween.

Finally, one can also understand which patterns lead up to a given node.For the mask ?->->C one would get the results:

1 occurrence of START OF SESSION->B->C

2 occurrences of A->F->C

This yields useful information concerning the most common ways users getto node C.

Referring now to FIGS. 9A and 9B, there is shown an example of a userinterface for constructing a target path including wild cards. Dialogbox 900 provides easy-to-use buttons, icons, and tools that allow anadministrator to construct the target path.

Target path 901 is represented by one or more icons 902 such as 902A,902B, and the like. Pattern object buttons 904 add any of several typesof icons 902 to the target path 901 being constructed. In the examples,pattern object buttons 904 include:

-   -   Entered site: allows the administrator to include, in target        path 901, user's initial entry into the website;    -   Specific page(s): allows the administrator to specify one or        more specific pages to be included in target path 901;    -   Exited site: allows the administrator to include, in target path        901, user's exit from the website; and    -   Wild card: allows the administrator to include a wild card in        target path 901.

In the example, four different wild cards can be included: a wild cardthat matches any web page or website entry/exit, a wild card thatmatches anything except website entry, a wild card that matches anythingexcept specific pages, and a wild card that matches anything exceptwebsite exit.

In FIG. 9A, target path 901 includes icon 902A representing the user'sinitial entry into the website. Append button 903 allows theadministrator to add another icon to target path 901. In one embodiment,the administrator clicks on append button 903 and then clicks on apattern object button 904 to append the specified item to target path901. In another embodiment, the administrator drags the desired patternobject button 904 to append button 903. If the selected pattern objectbutton 904 requires specifying one or more specific web pages, theadministrator is given an opportunity to specify web pages, for examplevia a dialog box (not shown) that allows selection from a list of webpages, or that allows the user to type in web page identifiers, or thelike.

In one embodiment, the administrator can add icons 902 to any pointwithin target path 901 by dragging a pattern object button 904 onto anexisting icon 902 in target path 901. In one embodiment, this results ininsertion of a new icon 902 at the specified position in target path901. In another embodiment, it results in replacement of the existingicon 902 at the specified position. In yet another embodiment, theadministrator can specify whether he or she wishes to insert or replace.The user can also reorder icons 902 within target path 901 by draggingthem from one position to another.

Remove Item button 905 removes the selected icon from target path 901.In one embodiment, the administrator drags an icon 902 from target path901 to button 905 to delete the icon. In another embodiment, theadministrator clicks on the icon 902 to select it and then clicks onbutton 905 to delete the icon 902.

Cancel button 906 cancels the target path creation process and dismissesdialog box 900. Clear canvas button 907 removes all icons 902 fromtarget path 901. Run report 908 initiates the process of retrieving andfiltering records to generate a report using the specified target path901. In one embodiment, any or all of buttons 906, 907, and 908 cause aconfirmation dialog box (not shown) to be presented before the action isactually performed.

FIG. 9B depicts target path 901 after several icons 902 have been added.The target path 901 represented in FIG. 98 is as follows:

USER ENTERS SITE HOMEPAGE ?USER EXITS SITE

Thus, the target path 901 of FIG. 9B would match any visitation pathwhere the user entered the site via the home page, then visited anysingle page, and then exited the site.

One skilled in the art will recognize that the user interface depictedin FIGS. 9A and 9B is merely exemplary, and that other layouts, icons,methodologies, or modes of operation of the user interface can beprovided without departing from the essential characteristics of thepresent invention. In one embodiment, the user interface of FIGS. 9A and98 can include a search function similar to that described below inconnection with FIG. 10.

Checkpoint Nodes

In another embodiment, certain nodes, or pages 201, are designated as“checkpoints,” meaning that they are of importance in analyzing websitevisitation paths. The administrator specifies the target path in termsof checkpoints. When determining whether a particular visitationsequence matches the target path, module 113 ignores any visits tonon-checkpoint nodes. Furthermore, when aggregating results to presentstatistical reports to the administrator, module 113 considers allinstances of a particular sequence of checkpoint nodes to be equivalent,regardless of the presence or absence of any other (non-checkpoint)nodes within the sequences.

Referring now to FIG. 10, there is shown an example of a user interfacefor constructing a target path using checkpoints. Dialog box 1000provides easy-to-use buttons, icons, and tools that allow anadministrator to construct the target path.

Target path 1007 is represented by a series of icons 1006 representingcheckpoints. In one embodiment, dialog box 1000 includes searchfunctionality that allows the administrator to search for a desired pagefrom all available pages. The administrator types one or more keywordsin search field 1001, clicks on search button 1002, and can then selectpages from the listed results 1004. Clear button 1003 clears searchfield 1001.

Once search results 1004 are listed, the administrator can drag pagesfrom the listed results 1004 onto target path 1007. The dragged pages asdesignated as checkpoints and are positioned within target path 1007 asindicated by the administrator. For each page dragged to target path1007, a new icon 1006 is created and displayed. The administrator canalso drag icons 1006 within target path 1007 to reorder checkpoints asdesired. Remove item button 905 operates in a similar manner asdescribed above for FIGS. 9A and 98.

Checkbox 1005 indicates whether the target path 1007 should only matchthose visitation paths that begin with entry into the website.

Cancel button 906 cancels the target path creation process and dismissesdialog box 1000. Clear canvas button 907 removes all icons 1006 fromtarget path 1007. Run report 908 initiates the process of retrieving andfiltering records to generate a report using the specified target path1007. In one embodiment, any or all of buttons 906, 907, and 908 cause aconfirmation dialog box (not shown) to be presented before the action isactually performed.

In the example of FIG. 10, target path 1007 includes four checkpoints,represented by icons 1006. Accordingly, the target path 1007 would matchany web visitation path wherein the user visits (in order) the homepage,the Add Product to Cart page, the Buy Process—Shipping Information page,and the Buy Process—Order Confirmation page, regardless of whether anyother pages were also visited at any point during the session. The usercould visit any other pages before and/or after visiting the listedcheckpoints, and/or could visit pages between the listed checkpoints,and the user's visitation path would still be considered a match.

One skilled in the art will recognize that the user interface depictedin FIG. 10 is merely exemplary, and that other layouts, icons,methodologies, or modes of operation of the user interface can beprovided without departing from the essential characteristics of thepresent invention.

In one embodiment, the system automatically designates certain nodes ascheckpoints based on particular characteristics, location, name,popularity, or any other factor. For example, the home page, and/or thefive most popular pages, can automatically be designated as checkpoints.These automatic, or default, checkpoints can, in one embodiment, be usedto construct an initial target path that is then modifiable by theadministrator using an interface similar to that shown in Fig.

Examples of Reports

Referring now to FIG. 4, there is shown an example of a report that canbe generated by the system of the present invention. The report is a webpage visitation graph 400 that depicts various nodes A through E, alongwith connection lines 401 between nodes. Each connection line 401indicates, by its thickness, how many users traveled the path betweenthe two nodes connected by the line 401. Thus, for example, therelatively thick line 401F connecting nodes B and C indicates that thepath from node B to node C is relatively heavily traveled. By contrast,the relatively thin line 4018 connecting nodes C and A indicates thatthat path is relatively lightly traveled. This type of web pagevisitation graph 400 thus provides the web administrator with a clearoverall view of traffic through the website.

The particular graph 400 shown in FIG. 4 corresponds to the sample dataset discussed above:

A->B->C->D

B->A->E->G

B->C->A->F->C

A->F->C

B->C

Filtering for three-node or fewer patterns that start with node B wouldyield the following results:

1 occurrence of B->C->D

1 occurrence of B->A->E

1 occurrence of B->C->A

1 occurrence of B->C->END OF SESSION

Thus, as shown in FIG. 4, there are two connections 401E, 401F frominitial node B—one to node A and one to node C. The connection betweennodes B and C is three times the thickness of the connection between Band A, since the B-to-C path has been traversed three times asfrequently as the A-to-C path. Additional connections branch from node Ato node E (401D), from node C to node D (401A), from node C to node A(401B), and from node C to END OF SESSION (401C). These connections areof equal thickness as they occur with the same frequency.

In one embodiment, connections and/or nodes themselves are colored toprovide additional representation of the strength of the relationship(i.e. greater frequency of traversal) between the given node and thenext node in the sequence. For example, if green indicates a higherfrequency of traversal, node B and/or connection line 401F could becolored green to indicate the higher frequency of traversal.

Referring now to FIG. 5, there is shown another example of a graph 500that uses varying line thickness, as well as color, to depict relativefrequency of traversal. Connection lines 401 connect nodes 201; thecolors and thicknesses of lines 401 indicate the relative frequency withwhich each path is traversed. All others icon 501 represents all othernodes that are not displayed because they are relatively rarely visited.

Graph 500 also indicates the number of times each path was traversed,and the percentage of users, of those visiting a node, that followedeach particular path from that node. For example, graph 500 shows that,of those users that visited the homepage, represented by node 201:

-   -   22,706 users (24.64% of the total users that visited the        homepage) followed path 401U, indicating that they exited the        site;    -   11,485 users (12.46% of the total users that visited the        homepage) followed path 401V, indicating that they visited node        201H;    -   9,237 users (10.02% of the total users that visited the        homepage) followed path 401V, indicating that they visited node        201J;    -   and the like.

Referring now to FIG. 6, there is shown another example of a graph 600that uses varying line thickness, as well as color, to depict relativefrequency of traversal. Again, connection lines 401 connect nodes 201,and the colors and thicknesses of lines 401 indicate the relativefrequency with which each path is traversed.

Based on the target path provided by the administrator, graph 600indicates which web pages led to a particular web page (the homepage,represented by node 201F). This is in contrast to graph 500, whichindicated which web pages were visited after the homepage. A graph suchas 600 provides useful information that indicates where users are comingfrom when visiting particular pages; this allows administrators togauge, for example, the relative value of advertising on variouswebsites and pages. The pattern shown in graph 600 is referred to as“convergence.”

As with graph 500, graph 600 also indicates the number of times eachpath was traversed, and the percentage of users, of those visiting anode, that followed each particular path from that node.

More complex graphs, including depictions of diverging and convergingconnection paths, can be generated. Referring now to FIG. 7, there isshown an example of a graph 700 that might result from a pattern maskof:

B->?->E

Connection lines 401G and 401K diverge from node B to nodes C and A,respectively. Lines 401J and 401L represent convergence from nodes C andA to node E. As with the graph of FIG. 4, relative frequency oftraversal is indicated by relative thickness of lines.

Referring now to FIG. 8, there is shown an example of a graph 800 thatmight result from a pattern mask of:

?->E->?

Lines 401N, 401P, and 401Q represent convergence from nodes C, B, and Arespectively to node E. Lines 401R and 401S diverge from node E to nodeF and to the end of the session, respectively. Again, relative frequencyof traversal is indicated by relative thickness of lines.

In one embodiment, where graphs are output on a display screen, theadministrator can click on the nodes to run further reports with theparticular node selected. For example, clicking on node A would show apop-up menu which would allow the analyst to select a “next node flow”report or a “previous node flow” report (among others) using A as thebase node. If the system is able to offer other types of reports,clicking on node A can also be used as a launching point into otherreports with node A as a criterion. For example, one could launch areport that would show the frequency with which A appears in the dataset.

In other embodiments, the system of the present invention generatesother types of reports containing different representations ofvisitation path frequencies. Referring now to FIG. 11, there is shown anexample of a report 1100 that shows relative frequency of path traversalin a pie chart 1101, a summary 1103, and in detailed descriptions 1102.Report parameters 1104 are shown; they indicate that the report includestraversal paths beginning with any page and having any length, thatinclude the homepage at some point.

Referring now to FIG. 12, there is shown a report 1200 similar to thatof FIG. 11. However, rather than showing statistics for entire traversalpaths, report 1102 provides statistics concerning the next page visitedafter the homepage. Thus, the percentages in pie chart 1101, summary1103, and details 1102 indicate the percentage of users that visitedeach page after visiting the homepage.

Referring now to FIG. 13, there is shown a report 1300 similar to thatof FIG. 11. Here, rather than showing results for all paths, the reportis restricted to particular paths matching a target path. A summary ofthe filter options 1301 for the selected target path is shown. In oneembodiment, the target path is constructed using the techniquesdescribed above, such as by using wild cards and/or checkpoints. EditFilter link 1302 presents a screen that allows the administrator tomodify the target path using techniques described above. Pie chart 1101,summary 1103, and details 1102 in FIG. 13 depict statistics for web pagetraversal paths within the set defined by the target path.

Referring now to FIG. 14A, there is shown a fall-out report 1400. Report1400 is based, in one embodiment, on a target path specified in terms ofcheckpoints as described above. In the example, four pages have beendesignated as checkpoints: the homepage, the Add Product to Cart page,the Buy Process—Shipping Information Page, and the Buy Process—OrderConfirmation page. Report 1400 thus corresponds to the target path 1007described above in connection with FIG. 10. Edit Checkpoints link 1401takes the administrator to a screen, such as dialog box 1000, forediting target path 1007.

Report 1400 indicates how many users continued to the next checkpoint intarget path 1007, regardless of whether the user visited other,tangential pages before continuing. Users that did not continue aredenoted as “lost.” Checkpoint analysis 1402 indicates, for example, thatof those users that visited the homepage, 52% continued to the AddProduct to Cart page and 48% were lost. Of those that visited the AddProduct to Cart page, 42% continued to the Buy Process—ShippingInformation and 58% were lost. Similar information is displayed for theremaining checkpoints in target path 1007. Cumulative percentages areshown for each checkpoint as well; these indicate the percentage ofusers reaching that checkpoint, based on the total number of users thatvisited the homepage at the beginning of target path 1007. The actualnumber of users that reached each checkpoint is also shown, adjacent tothe percentage. The report also includes statistics for total conversion(the number of users that visited all of the checkpoint nodes in thetarget path) and total fall-out (the number of users that visited thehomepage but did not complete the target path) in terms of numbers andpercentages.

The same information is summarized in more compact form in conversionpercentage summary 1403 and fall-out percentage summary 1404, that formadditional portions of report 1400.

Referring now to FIG. 14B, there is shown context-sensitive menu 1405for an item in fall-out report 1400. In one embodiment, theadministrator can activate menu 1405 for an item, such as one of thecheckpoints displayed in checkpoint analysis 1402, by right-clicking onthe item. Menu 1405 includes various commands 1408 for viewing differenttypes of reports in connection with the selected item. In addition,submenus such as 1407 are available for selecting particular types ofreports within the commands 1408 of menu 1405. In one embodiment, menu1405 also includes field 1406 that allows renaming of the selected page,and also includes a command 1408 for opening the selected page in a newwindow. Close box 1409 dismisses menu 1405.

In one embodiment, the same commands 1408 are available from a standardscreen menu as is well known in the art.

Referring now to FIG. 15, there is shown a page summary report 1500 fora selected page (in this case, the homepage of the website). Pagesummary report 1500 contains an overall navigation analysis 1505, a pageview graph 1503, and page metrics 1504 for the selected page. Navigationanalysis 1505 provides a Previous Page section 1501 indicating whereusers came from before they visited the homepage, and a Next Pagesection 1502 indicating where they went after they visited. In eachsection 1501, 1502; summary percentages are provided as well as somemeasure of detail as to specific pages visited.

Page view graph 1503 summarizes traffic to the home page for specificdays of the month. Also shown, for comparison purposes, is the trafficfour week prior and 52 weeks prior.

Page metrics section 1504 provides additional information summarizinguser visits to the home page. Such information includes, for example:

-   -   total page views;    -   percentage of all page views;    -   visits where the home page was an entry page;    -   visits where the home page was an exit page;    -   visits where the home page was the only page visited;    -   average number of clicks to reach the page;    -   time spent on page; and    -   number of reloads.

Referring now to FIG. 16, there is shown a click-map report 1600 for aselected page according to one embodiment. Here, a representation of theactual web page 1601 is shown. Overlaid on web page 1601 are boxes 1602showing how many users clicked on the various links within page 1601over a specified period of time. In the example shown, boxes 1602include both absolute numbers and percentages. In one embodiment, boxes1602 are color-coded according to relative frequency with which theunderlying link was clicked. In addition, panel 1603 provides additionalmetrics, options, and links to related pages. Click-map report 1600 isgenerated, in one embodiment, based on the pattern-matching and/orcheckpoint methodologies described above.

One skilled in the art will recognize that reports such as thosedepicted herein can be generated without using the masking or checkpointmatching techniques described above, and can further be used in contextsother than web page visitation path analysis. In fact, a report similarto those described above can be useful in any context where sequentialrelationships among nodes are to be analyzed and summarized.

The invention can also capture and present sequential data at levels ofgranularity other than at the page level. For example, a group of pagescould be designated as a node for site path tracking purposes; a visitto any page within the group would be considered a visit to the node.One skilled in the art will recognize that nodes can be defined at anydesired levels of granularity, and may exist in other contexts thanwebsite surfing.

In the above description, for purposes of explanation, numerous specificdetails are set forth in order to provide a thorough understanding ofthe invention. It will be apparent, however, to one skilled in the artthat the invention can be practiced without these specific details. Inother instances, structures and devices are shown in block diagram formin order to avoid obscuring the invention.

Reference in the specification to “one embodiment” or “an embodiment”means that a particular feature, structure, or characteristic describedin connection with the embodiment is included in at least one embodimentof the invention. The appearances of the phrase “in one embodiment” invarious places in the specification are not necessarily all referring tothe same embodiment.

Some portions of the detailed description are presented in terms ofalgorithms and symbolic representations of operations on data bitswithin a computer memory. These algorithmic descriptions andrepresentations are the means used by those skilled in the dataprocessing arts to most effectively convey the substance of their workto others skilled in the art. An algorithm is here, and generally,conceived to be a self-consistent sequence of steps leading to a desiredresult. The steps are those requiring physical manipulations of physicalquantities. Usually, though not necessarily, these quantities take theform of electrical or magnetic signals capable of being stored,transferred, combined, compared, and otherwise manipulated. It hasproven convenient at times, principally for reasons of common usage, torefer to these signals as bits, values, elements, symbols, characters,terms, numbers, or the like.

It should be borne in mind, however, that all of these and similar termsare to be associated with the appropriate physical quantities and aremerely convenient labels applied to these quantities. Unlessspecifically stated otherwise as apparent from the discussion, it isappreciated that throughout the description, discussions utilizing termssuch as “processing” or “computing” or “calculating” or “determining” or“displaying” or the like, refer to the action and processes of acomputer system, or similar electronic computing device, thatmanipulates and transforms data represented as physical (electronic)quantities within the computer system's registers and memories intoother data similarly represented as physical quantities within thecomputer system's memories or registers or other such informationstorage, transmission or display devices.

The present invention also relates to an apparatus for performing theoperations herein. This apparatus may be specially constructed for therequired purposes, or it may comprise a general-purpose computerselectively activated or reconfigured by a computer program stored inthe computer. Such a computer program may be stored in a computerreadable storage medium, such as, but is not limited to, any type ofdisk including floppy disks, optical disks, CD-ROMs, andmagnetic-optical disks, read-only memories (ROMs), random accessmemories (RAMs), EPROMs, EEPROMs, magnetic or optical cards, or any typeof media suitable for storing electronic instructions, and each coupledto a computer system bus.

The algorithms and displays presented herein are not inherently relatedto any particular computer, network of computers, or other apparatus.Various general-purpose systems may be used with programs in accordancewith the teachings herein, or it may prove convenient to construct amore specialized apparatus to perform the required method steps. Therequired structure for a variety of these systems appears from thedescription. In addition, the present invention is not described withreference to any particular programming language. It will be appreciatedthat a variety of programming languages may be used to implement theteachings of the invention as described herein.

As will be understood by those familiar with the art, the invention maybe embodied in other specific forms without departing from the spirit oressential characteristics thereof. For example, the particulararchitectures depicted above are merely exemplary of one implementationof the present invention. The functional elements and method stepsdescribed above are provided as illustrative examples of one techniquefor implementing the invention; one skilled in the art will recognizethat many other implementations are possible without departing from thepresent invention as recited in the claims. Likewise, the particularcapitalization or naming of the modules, protocols, features,attributes, or any other aspect is not mandatory or significant, and themechanisms that implement the invention or its features may havedifferent names or formats. In addition, the present invention may beimplemented as a method, process, user interface, computer programproduct, system, apparatus, or any combination thereof. Accordingly, thedisclosure of the present invention is intended to be illustrative, butnot limiting, of the scope of the invention, which is set forth in thefollowing claims.

1-33. (canceled)
 34. A method comprising: accessing, by a processingdevice, visitation data for a website; based on the visitation data,determining, by the processing device, that a first path through thewebsite was visited more frequently than a second path through thewebsite; generating an interface depicting the first path and the secondpath, wherein a first depiction in the interface of the first pathincludes a first visual indicator and a second depiction in theinterface of the second path includes a second visual indicator, whereinthe first and second visual indicators are generated based ondetermining that the first path was visited more frequently than thesecond path; and configuring a display device to present the interfacewith the first depiction having the first visual indicator and thesecond depiction having the second visual indicator.
 35. The method ofclaim 34, wherein the first visual indicator comprises a first thicknessof a first line between at least two first icons in the first depictionand the second visual indicator comprises a second thickness of a secondline between at least two second icons in the second depiction, whereinthe first thickness is greater than the second thickness.
 36. The methodof claim 34, wherein the first visual indicator comprises a first colorof a first line between at least two first icons in the first depictionand the second visual indicator comprises a second color of a secondline between at least two second icons in the second depiction.
 37. Themethod of claim 34, wherein determining that the first path through thewebsite was visited more frequently than the second path through thewebsite comprises determining that a first plurality of visitorstraversing the first path during a period of time is greater than asecond plurality of visitors traversing the second path during theperiod of time.
 38. The method of claim 34, further comprising:determining, based on the visitation data, that each of a plurality ofpages in the website were visited with a respective frequency less thana threshold frequency, wherein the plurality of pages includes pagesother than pages in the first or second paths; generating an additionaldepiction that represents the plurality of additional pages based ondetermining that each of the frequencies is less than the thresholdfrequency; and configuring the display device to present the interfacewith the additional depiction.
 39. The method of claim 34, whereingenerating the interface further comprises including a first number ofvisits for the first path co-located with the first depiction of thefirst path and including a second number of visits for the second pathco-located with the second depiction of the second path.
 40. The methodof claim 34, wherein each of the first and second paths comprises arespective plurality of pages visited after a home page of the website.41. The method of claim 34, wherein each of the first and second pathscomprises a respective plurality of pages visited prior to a home pageof the website.
 42. The method of claim 34, further comprising:determining, for each of a plurality of links presented in a web page ofthe website, a respective number of interactions with the link;generating an additional interface comprising a depiction of the webpage and at least one visual indicator for at least one of the linksthat indicates the number of interactions with the link; and configuringthe display device to present the additional interface.
 43. The methodof claim 34, further comprising, prior to accessing the visitation dataand for at least one path of the first path and the second path:presenting an additional interface including a depiction of a targetpath having at least two icons corresponding to at least two pages ofthe website; identifying a plurality of pages of the website in additionto the at least two pages; presenting the plurality of pages in theadditional interface; responsive to receiving a selection via theadditional interface of one of the plurality of pages, modifying thedepiction of the target path to include at least one additional iconcorresponding to the selected page; and transmitting data describing theat least one path including the selected page to a web tracking system,wherein the data is transmitted based on modifying the depiction of thetarget path to include the at least one additional icon corresponding tothe selected page.
 44. A method comprising: accessing, by a processingdevice, visitation data for a website; based on the visitation data,determining, by the processing device for each of a plurality of linkspresented in a web page of the website, a respective number ofinteractions with the link; generating, by the processing device, aninterface comprising a depiction of the web page and at least one visualindicator for at least one link of the plurality of links, wherein theat least one visual indicator indicates the number of interactions withthe at least one link; and configuring, by the processing device, adisplay device to present the interface.
 45. The method of claim 44,wherein the at least one visual indicator comprises a graphical displayof the number of interactions with the at least one link.
 46. The methodof claim 44, wherein the at least one visual indicator comprises atleast one color overlaying the at least one link as presented in thewebsite.
 47. The method of claim 46, wherein generating the interfacefurther comprises generating at least one additional visual indicatorfor at least one additional link of the plurality of links thatindicates the number of interactions with the at least one additionallink, wherein the at least one visual indicator comprises at least oneadditional color overlaying the at least one additional link aspresented in the website.
 48. A method comprising presenting, by aprocessing device, an interface including a depiction of a target paththrough a website having at least two icons corresponding to at leasttwo pages of the website visited in an order corresponding to theplacement of the at least two icons in the interface; identifying, bythe processing device, a plurality of pages of the website in additionto the at least two pages; presenting, by the processing device, aplurality of icons representing the plurality of pages in the interface;responsive to receiving, via the interface, a selection of at least oneadditional icon corresponding to at least one page of the plurality ofpages, modifying, by the processing device, the depiction of the targetpath to include the at least one additional icon corresponding to theselected at least one page; and transmitting, by the processing device,data describing the target path including the selected page to a webtracking system, wherein the data is transmitted based on modifying thedepiction of the target path to include the at least one additional iconcorresponding to the selected page.
 49. The method of claim 48, whereinmodifying the depiction of the target path to include the at least oneadditional icon comprises appending the at least one additional icon tothe target path before an initial node in the target path or after afinal node in the target path.
 50. The method of claim 49, wherein theselection comprises at least one of: receiving an input to a commandobject in the interface corresponding to an append command and receivingan input selecting the selected page subsequent to receiving the inputto the command object; and receiving an input moving the at least oneicon over the command object.
 51. The method of claim 48, whereinmodifying the depiction of the target path to include the at least oneadditional icon comprises inserting the at least one additional iconbetween the at least two icons.
 52. The method of claim 48, furthercomprising: presenting at least one wild card icon in the interfacecorresponding to any of the plurality of pages; and responsive toreceiving a selection via the interface of the at least one wild cardicon, modifying the depiction of the target path to include the at leastone wild card icon, wherein the data describing the target pathindicates that a visit to any of the plurality of pages is included inthe target path if the visit occurs at a position in a pathcorresponding to the at least one wild card icon.
 53. The method ofclaim 48, further comprising: accessing visitation data for the website,wherein the visitation data is generated based on the data describingthe target path; based on the visitation data, determining, by theprocessing device, that a first path through the website was visitedmore frequently than a second path through the website; generating anadditional interface depicting the first path and the second path,wherein a first depiction in the additional interface of the first pathincludes a first visual indicator and a second depiction in theadditional interface of the second path includes a second visualindicator, wherein the first and second visual indicators are generatedbased on determining that the first path was visited more frequentlythan the second path; and configuring a display device to present theadditional interface with the first depiction having the first visualindicator and the second depiction having the second visual indicator.